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2018 | OriginalPaper | Chapter

4. The Direction of Valence Campaigning in Two Dimensions

Author : Luigi Curini

Published in: Corruption, Ideology, and Populism

Publisher: Springer International Publishing

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Abstract

In this chapter the relationship between ideological proximity and the incentives of parties to highlight non-policy valence issues in their campaign is explored in a two-dimensional world. Also distinguished is the tone or direction (positive or negative) of such valence campaigning and the theoretical consequences thereof. The hypotheses are then tested by analysing the electoral strategies of parties during the 2014 European elections. To this end, all the messages published during the last week before the election day on the official Twitter account of all main parties from five European countries have been manually codified according to their policy and/or valence content.

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Title: The Direction of Valence Campaigning in Two Dimensions
Author: Luigi Curini
Publisher: Springer International Publishing
Book: Corruption, Ideology, and Populism
Print ISBN: 978-3-319-56734-1

Electronic ISBN: 978-3-319-56735-8

Copyright Year: 2018
DOI: https://doi.org/10.1007/978-3-319-56735-8_4